How to improve conversion and revenue in your business with Accessibility and Usability

The digital transformation and the greater consumption of the Internet have made offering a good user experience of vital importance to meet the objectives of our business. Therefore, in this article we will explain all the benefits that can be achieved and how to achieve conversion rate optimization.

Advantages of having an accessible website

Accessibility and having an inclusive design on a website are two main features for many reasons. For starters, most users access from search engines. In this sense, Google is placing a lot of emphasis on accessible pages. Therefore, carrying out this type of optimizations we will improve our positioning in search engines.

Additionally, we will have the opportunity to expand our market share. All people with difficulties to visualize digital content will have the opportunity to know our brand and our website without problems. These can be older people without much experience surfing the Internet, or those groups with some type of disability.

In this way, our business will also help reduce the so-called digital divide. The image of our company will be reinforced, meeting the demand of more than 3.5 million people in Spain who need much more accessible websites. It will demonstrate that we have corporate social responsibility, and in this sense, it will allow us to differentiate ourselves from all our competitors. In Pasiona we offer our customers a completely free webinar in which we give the keys to make the website more accessible.

Advantages of optimizing the user experience of a web page

In order to improve the conversion in our business, and take advantage of the economic benefits of accessibility and usability, the optimization of the UX on our website has multiple benefits. On the one hand, it is one of the requirements that Google searches for on all pages so it will contribute to improving our SEO positioning. This, indirectly, will increase the traffic we receive so our level of exposure will be higher.

In addition to improving user flow, it will also improve our conversion rate. And in addition to improving traffic retention,we’ll also guide you through the conversion funnel. If we have an online store we will see our sales increase, or if we require potential customers, we will also receive more visits.

On the other hand, it will reinforce our brand positioning and, in addition, it will also allow user loyalty. This will organically increase our turnover level because people will come back to buy from us when they need to, or to use our services.

Accessibility and UX: how to improve it

Once we know all the benefits of improving accessibility and usability, it is time to understand what actions we can take to achieve these benefits. Some of the most outstanding are the following:

1- Includes all groups

On many occasions, we tend to forget about people with some type of disability, and that is one of the first mistakes. These people have the same right to visit and consume our website as any other, so it is important to carry out a series of actions at a technical level in order to reach everyone.

Additionally, the website should be optimized for screen readers of the visually impaired, including images with their ALT text. In this way, all pages will be accessible to everyone.

2- Clear content with a call to action

Most people don’t have much time when they enter a website. Therefore, digital writing should allow the user to scan the content to keep the most important ideas in a short time. In this sense, hierarchizing the content is of vital importance to achieve a good user experience.

The active voice, the use of vignettes and intertitles will help to structure all the topics we deal with. The division into paragraphs is another resource that we can use. They should not be too long, because otherwise it will cause our audience to be lost. In addition, we must combine information with calls to action in those places that we want to pay attention to.

3- Responsive design or adapted for mobile devices

According to a Hootsuite study, 91.5% of users access a website via mobile phone. Therefore, the design must be fully adapted for these devices. In fact, it is another of Google’s requirements to index the pages in the top positions of the search engine.

4- Improve loading speed

Making a functional website is useless, if it takes a long time to load. As we have said before, users do not have much patience when they enter a website. If they see that it does not charge fast they will leave and look for what they want in one of the competitors.

Therefore, it is vitally important that we use efforts and resources to make a good web design, but at the same time be fast to load.

What can we achieve with accessibility and usability on our website?

Accessibility and usability are some of the main keys to generate income in our company. On many occasions, we can ask ourselves why it is difficult for us to attract new customers to our website, or because our profitability is negative.

In most cases, the problem is not in the product or in the acquisition actions that we are carrying out in our digital strategy. The main difficulty lies in the website of our business, one of the main keys to making digitization profitable.

In conclusion, achieving a good user experience is one of the main challenges of most companies in this new digital environment.